<![CDATA[This study aims to analyze the influence of product quality and store reputation on purchasing decisions for Madame Gie products on TikTok Shop, with consumer trust as a mediating variable among Generation Z in Karawang Regency. This research applies a quantitative approach using a descriptive method, with data collected through a questionnaire distributed to 170 respondents who have experience purchasing Madame Gie products on TikTok Shop. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0. The results indicate that both product quality and store reputation have a significant impact on purchasing decisions. Product quality has a direct effect on consumer trust and purchasing decisions, as well as an indirect effect through trust as a mediating variable. Store reputation also significantly influences consumer trust and purchasing decisions; however, trust does not significantly mediate the relationship between store reputation and purchasing decisions. These findings suggest that store reputation has a stronger direct influence on purchasing decisions.]]>
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